Luxury Automobile

Industry overview

In 2024, the global market for luxury cars was estimated at around 579 billion euros, an estimated increase of around 8.8 percent year-on-year. That same year, the global luxury market was put at around 1.48 trillion euros, of which the automobile sector represents over one third. The following report aims to provide insight over the brands Aston Martin, Maserati, Mclaren, Bentley, Lamborghini, BYD, Ferrari and Porsche, naively comparing their financial results, based on the premise that these manufacturers have something in common, whether it is regarding theur segment, popularity or financial performance.

Financial statements:

Growth over the years

There is a big gap between some of the brands’ results, due of course to the different business volume each one operates. To overcome scale differences during visualization, the following graph shows normalized values. It intends to only represent the line of growth over the years. To effectively compare companies, the reader should only use this graph to evaluate slopes, and be aware that revenue is mainly a sales indicator.

A critical look at Maserati’s results here

With the steadiest slope, Ferrari and Lamborghini show signs of a sustainable growth. On the contrary, companies like Maserati, Bentley and Aston Martin might require further analysis.

The actual values

When the scale is managed by BYD’s incomparable growth as in the following graph, others show little amount revenue. One is inclined to wonder if the only reason some companies manage to have positive revenue is because of the definition of revenue itself.

In the next two plots we will take a look at units sold per year per brand in order to compare revenues more fairly.

Units sold over the years

And now we look at Revenue without Porsche:

Stock Market

Not always, but sometimes, actual growth is followed by stock price. As we know, however, Mr Market as been diagnosed with bipolarity and irrationality so one can only advise skepticism.

Ferrari

Prosche AG

Nota: stock price only available since 29/09/2022

Maserati (Stellantis)

« Tavares told Top Gear: “Maserati is in the red. The reason is marketing.

“The Maserati brand is not clearly positioned and the storytelling is not how it should be.

“The brand is not just about sports cars, it’s about gran turismo, it’s about quality of life, dolce vita and technology.” »

Here is the price history of a stock that is exposed to many other brands, including Maserati:

Mclaren

No IPO (initial public offering) for Mclaren until they start making money.

VW

Here is the price history of a stock that is exposed to many other brands, including Bentley:

Aston Martin

Not to throw ashes into the fire, but February 25th was the press release date, where FY results of 2024 where exposed.

The Supply Chain

##The Electrification

Other Factors

To not say the supply chain and electric vehicles only bring difficulties, yet they are indeed chanlenges to embrace.. That some brands embraced better than others. Marketing comes as an important weight factor, that brands need to pay more and more attention to. On that note, personalization is a tendency manufacturers are drawn to follow, which also comes with obstacles.